Kendrick Lamar is the latest artist to sign an endorsement deal with Reebok.

In the new campaign "Reebok Presents Kendrick Lamar" directed by Anthony Mandler, the Compton emcee goes back to his roots, taking viewers through his hometown in a pair of Reebok Ventilators, while offering a powerful verse titled "Kendrick Lamar - I AM."

K. Dot recently explained why he decided to team up with the athletic brand.

"Reebok has a history of helping kids in the community realize their potential is limitless," he said in a statement. "I saw what the brand was doing, and I wanted to be a part of it and make it even stronger. It's as simple as that,. Kids that listen to my music are looking for inspiration. It's important that I continue that message in anything I represent."

With that being said, the new partnership with the sneaker company means a lot to the TDE rapper.

"I identify with originality, and with a brand that identifies with culture in the community and with my memories of wearing them in middle school, it proves just that," he continued.

Lamar also revealed that he has been a fan of the label since he was in 7th grade.

"The shoes became popular when Cash Money Records hit the scene," he said. "Everybody wanted to wear 'Tee Bo's and Ree's,' as the Hot Boys would put it. White Tee, Jabo Jeans and Reebok Classics."

What are Kendrick Lamar's favorite Reebok products? The Ventilator and the Classic Nylon.

"My styles is simple, but with an edge -- and it's as classic as that," the "B---h, Don't Kill My Vibe" hitmaker said.

Kendrick Lamar will be featured in campaigns advocating "limitless potential of youth to celebrate the 25th anniversary of the Ventilator model."

The rapper's capsule collection, including limited-edition Ventilator styles, is set for a release in June 2015.